We Are Japan — JNTO
Agency: Kemosabe
Following the success of We Are Japan for ANA, The Japan National Tourism Organization (JNTO) adopted the concept for an interactive tourism web experience and digital advertising campaign.
Using WIREWAX, a browser-based interactive video platform, users can create personal video itineraries by watching and interacting with immersive in-video content. With over 60 videos of carefully curated content to view across 4 key pillars, the experience had to amplify the hidden beauty of Japan in an accessible way, while concealing a potentially complex matrix of options.
Explainer video about the campaign
The website integrated an existing Tumblr site that housed varied content that needed to be updated and transferred to the new WordPress website. This required a type framework to accommodate articles of mixed word count while maintaining impact at a larger scale across the core-site content.
Collaborating with UX and developer teams, work included art direction, website design, interactive video creation, motion graphics, and content strategy.